New Balance saw the sales of the New Balance brand expand by 22 percent in Europe, the Middle East and Africa (EMEA) last year, after an impressive sales hike of 35 percent in 2011. Without giving a specific figure for the actual turnover, the company said that the rise was driven by running shoes, but was also supported by brisk sales of lifestyle products.
Based in the United Kingdom, where it has a production plant, New Balance's European management added that the brand had broadened its customer base by appealing to a larger number of young runners. The company credited the launch of new technologies, such as Revlite and Minimus, for getting more people acquainted with the New Balance brand. Another important factor was a large-scale marketing campaign launched by the brand with the tagline “let's make excellent happen.”
Furthermore, New Balance has benefited from increased investment in some markets such as Germany. This market, along with France and the Benelux countries, has been covered since 2010 by Groupe Royer, a French-based footwear trading company that has been moving strongly into the branded business. New Balance and Royer jointly invested to spread the brand in Germany, leading to increased orders by major German retailers for this year. Some of the investments planned for this year are going to focus on the opening of stores across continental Europe.